HUMMER, a brand that has seen its sales drop by a shocking 40% so far this year, is apparently burning an SUV-sized hole in General Motors' pocket. Main money-man at the biggest American automaker, Fritz Henderson, says that GM wold like to rid itself of the brand as quickly as possible, saying that its sale is being approached "on an urgent basis." The time frame given was by the end of this year or early 2009 for a completed transaction. So, who would want the brand that represents wretched American excess? We have no idea, but it seems that somebody does as Henderson reiterated that the General's been approached by multiple suitors. Interestingly, these comments were made in India, a country that had previously been rumored to have two separate bidders for the HUMMER brand. Considering the growing sentiment for small cars in the U.S., it wouldn't be surprising to see HUMMER sold to a company that does most of its business outside America.

The HUMMER brand isn't exactly sterling here in the States due to high fuel prices and its standing as the poster vehicle for green groups trying to save the environment from the evils of CO2 emissions. That's probably the biggest reason GM is looking to offload the brand, and while it doesn't seem likely that anyone would want the marque, there are interested parties. According to GM's Middle East Managing Director, Terry Johnsson, one group is a pair of Arab investors. The Middle East has been a player in the automotive landscape over the past few years, as the region is rife with cash and oil and has growing transportation needs. Arab investors were 50% of the Aston Martin sale in 2007, and Abu Dhabi's investment group purchased 5% of Ferrari in 2005.

Many of the early suitors for the HUMMER brand have since decided to bow out. Whether the final buyer is Tata Motors, investors from the Gulf, or some yet unknown party, the General will want to move quickly before the brand's value falls any further.